Woodlands Dairy has launched a 12-week campaign to get its First Choice Power Cup into the hands of more South Africans. Running from September to mid-December, the initiative is set to boost sales, drive repeat orders, and grow consumer demand across wholesale and hybrid channels.
“First Choice is calling on wholesalers, traders, merchandisers, and consumers to get involved in the Power Cup sales initiative, designed to grow volume, repeat orders, and customer engagement across South Africa,” says Marilee Jansen van Nieuwenhuizen, Brand Manager at Woodlands Dairy and First Choice.
The campaign brings rewards for every stakeholder in the route to market. Wholesalers can boost sales and track measurable growth, with every Power Cup sold bringing them closer to winning R50,000 in free First Choice stock. Traders stand to gain a massive business enabler – the more their customers buy, the greater their chances of securing valuable rewards. Merchandisers and sales agents are tasked with making Power Cup unmissable through visibility, promotion, and shelf presence, with cash prizes of R10,000 each up for grabs. Meanwhile, consumers enjoy a delicious, nutritious, and long-lasting product perfect for school, work, or life on the go – with the added thrill of standing a chance to win instant prizes and unforgettable experiences.
Jansen van Nieuwenhuizen notes that campaign performance will be tracked closely to ensure impact. “We’re measuring everything from unique consumer entries and purchase averages to peak periods like payday weekends and uplift during wet demos. For agents and sales teams, success is also tracked through entries, wholesalers meeting or exceeding targets, and creative use of in-store promotions and displays, supported by photo proof. This way, we can reward performance at every level, while building long-term demand.”
Consumer demand is at the heart of the campaign. Traders will only stock what consumers ask for, so Power Cup is ensuring pull from children, young adults, mothers, and everyday buyers. “This isn’t just about a short-term spike,” says Jansen van Nieuwenhuizen. “It’s about creating a layered, full-market approach that engages every touchpoint including wholesalers and hybrid outlets, traders such as Spazas, street vendors and small retailers, merchandisers and sales agents, and end consumers, driving sustainable sales, brand visibility, and excitement across the route-to-market.”
With Power Cup, everyone wins. Simply buy, enter, and stand a chance to win instantly or take home big prizes.
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